Fiat's strategy of bringing their brands right into the public's line of vision has resulted in this summer's 'Fiat Playa' initiative.

With their brand promotion now firmly under the direction of Lapo Elkann, Fiat have embarked on a series bold, fresh ventures to connect the Italian car buying public directly with the latest models from Fiat, including the award-winning Panda, and the brand new Croma 'station wagon' which arrived in the showrooms only last month. These initiatives have included the 'Fiat Café La Triennale', which recently opened in the gardens of the historical Palazzo dell'Arte in Milan, and the 'Pianeta Italia' (Planet Italy), which has been organised in conjunction with the Società Autostrade per l'Italia, and has seen a range of models displayed in motorway service areas.

Now comes a summer-themed promotional idea, which is know as the 'Fiat Playa'. The location is a beach on the Island of Sardinia, a popular tourist destination for Italians. Situated at the Punta Marana in the Gulf of Marinella, and located just a few kilometers from the Porto Rotondo, Fiat have created the 'Fiat Playa' where tourists can admire and examine the latest models in relaxing surroundings.
 

Just like the Pianeta Italia and the Fiat Cafe, the Italian public will be able once more to integrate and see close-up the Fiat's latest models in a convivial atmosphere. Two models have been chosen, the Panda 4x4 and the Croma. The Panda 4x4 is the latest offspring of the 'European Car of the Year' award winning Panda model. Just like the iconic 1980s original, the new incarnation has spawned niche offspring. With its four wheel drive system, raised ride height, beefed up body mouldings that serve to give it rugged, offroad looks, the Panda 4x4 is genuinely at home on the rough, a point that was demonstrated when the little car recently trekked to Mount Everest's base camp, high in the Himalayas.

The Fiat Croma meanwhile was presented to the public for the first time at the 75th Geneva Salon on 1st March 2005, and the long-awaited successor to the original 1980s Croma went on sale across Italy and much of Europe last month. A technology-laden 'station wagon' designed by Giorgetto Giugiaro, the Croma attracted more that 100,000 people into the showrooms by Fiat's reckoning during its Italian launch weekend at the end of May.

The Fiat Playa comprises of a beach that is open to the public, and by which the Croma and Panda 4x4 will be presented, The complex includes a 400 m sq swimming pool, jacuzzi, sunbathing area, music piped through a Bose system of loudspeakers, restaurant and grille. A 'kids' zone has also been created, while Fiat staff will be on hand to allow holidaymakers to book test drives of the Panda, Idea and Croma on a complex adjacent to the Playa. Finally an outlet will sell Fiat summer wear specially designed and commissioned for the occasion. The Fiat Playa will be open to the public for two Saturdays during July.